Productive consumption in the class-mediated construction of domestic masculinity: Do-it-yourself (DIY) home improvement in men’s identity work

Risto Moisio, Eric J. Arnould, James W. Gentry

Research output: Contribution to journalArticle

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Abstract

In the context of do-it-yourself (DIY) home improvement, this article extends theorizing on productive consumption, domestic masculinity, and social class. Based on interviews with informants varying in cultural capital endowments, the findings reveal that productive consumption shapes domestic masculinity in relation to class-mediated identity conflicts and ideals. Among high-cultural-capital (HCC) informants, DIY home improvement counters the burdens of knowledge work. The suburban home materializes as a leisurely venue for productive consumption where HCC informants fashion themselves as suburban-craftsmen involved in autotherapeutic labor. Low-cultural-capital (LCC) informants' involvement in DIY home improvement is animated by a different identity conflict and identity ideal. Due to limits on fulfilling normative expectations for economic provisioning, LCC informants liken home to a workplace. Through productive consumption at home, LCC informants enact an identity ideal of family-handyman, thus fashioning themselves as rightful, masculine family stewards.
LanguageEnglish
Pages298-316
Number of pages19
JournalJournal of Consumer Research
Volume40
Issue number2
DOIs
StatusPublished - Aug 2013

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self-initiated work
cultural capital
masculinity
identity conflict
knowledge work
craftsman
social class
Cultural Capital
Masculinity
Identity Work
Informants
Do-it-yourself
Cultural capital
Identity work
workplace
labor
interview
economics
Ideal

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Productive consumption in the class-mediated construction of domestic masculinity : Do-it-yourself (DIY) home improvement in men’s identity work. / Moisio, Risto; Arnould, Eric J.; Gentry, James W.

In: Journal of Consumer Research, Vol. 40, No. 2, 08.2013, p. 298-316.

Research output: Contribution to journalArticle

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